PetSmart Charities of Canada VISA 1500 2021

Chantel Dobell

T00568230

VISA 1500_02 2021

I spotted this advertisement for PetSmart Charities of Canada when I walked into the PetSmart location in Aberdeen. The location had previously been a Petcetera until 2014, then in 2016, PetSmart took the building over. I have visited this location many times, but this is the first of their advertisements to stand out. Before seeing it, I was unaware that PetSmart is associated with a charity that shares its branding. PetSmart Charities of Canada has been active since 1989 when they established their first pet food warehouse. PetSmart Charities granted a total of $70,000 for the BC SPCA’s outreach program in 2020. It is a top-rated charity, noted for its transparency and nonprofit status.

PetSmart Charities of Canada created the advertisement in the above photo to promote their initiative to feed animals across the province. Through this visual, they prompt shoppers when they enter the store to donate to their cause. The advertisement’s location is helpful, as it is plastered on the store’s sliding doors, forcing the shopper to register it as they wait for the entrance to open.

The advertisement itself can be divided into four sections from right to left. The picture’s right-hand side shows a woman with her back facing the camera and a puppy resting on her shoulder. The puppy looks lovable but sad, standing out against the woman’s blonde hair with dark fur. The woman has the puppy slumped over her shoulder, which conveys that he relies on her for support. The two sections in the center of the advertisement are a vibrant red, with white text that says ‘Give a little‘ and ‘Help a lot.’ The contrast in colours is similar to that of a stop sign, perhaps evoking the universal signal of those colours to catch the viewer’s attention. For me, this is what made the advertisement stand out. Lastly, on the right-hand side is a box that informs the viewer of what the advertisement promotes, in this case, PetSmart Charities of Canada. The brand’s logo is visible, keeping its association with the charity transparent. It is a symbol that frequent shoppers have come to trust. 

The intended audience is people who care deeply enough about animals to donate to their cause. The photo appeals to animal lovers who frequent pet stores as it is more likely to draw their attention with various elements. The image conveys that animals need help and tells the viewer they can assist through pictorial elements. These elements being, the sad puppy leaning on the woman and the text with colours that emit the same response as a stop sign. These two provoking details are enough to grasp the shopper’s attention and plant the message in the shopper’s mind throughout their time in the store. This advertisement is effective because it is the first thing you see and the last.

When looking at the advertisement as a whole, it tells the viewer a story. First, we focus on the woman supporting the puppy, followed by inspirational words, then the logo. There is a clear vision of where this story can be followed through from the beginning to end, like a storybook.

“About Us.” About Us | PetSmart Charities. Accessed September 23, 2021. https://petsmartcharities.ca/about-us.

“PetSmart Charities.” CharityWatch. Accessed September 23, 2021. https://www.charitywatch.org/charities/petsmart-charities#articles.